Page 9 - The Growth of Supplier Diversity - FINAL

DETAILED FINDINGS

Supplier Diversity for Marketing/Advertising Still “Young” for Many

Supplier diversity for marketing/advertising is still relatively young for many companies. For almost
half the respondents, such programs are less than five years old. Twenty-one percent have
started supplier diversity programs for marketing/advertising within the past two years.

Length of Time – Supplier Diversity Strategy

Base: 75
48%

27%
21% 20%

15%
12%

5%

0 to <2 years 2 to <5 years 5 to <10 years 10 to <15 years 15 to <25 years 25 years +

Q: How long has your company had a Supplier Diversity strategy for marketing/advertising?

For 83 percent of respondents, their supplier diversity strategy for marketing/advertising was
established within the last 15 years. At the same time, marketing procurement/sourcing is
a role that has grown dramatically over the past 15 years. Procurement almost always has
a role in supplier diversity strategies. The increased penetration of marketing procurement has
very likely led to an increase in supplier diversity strategies for marketing/advertising.

9 | The Growth of Supplier Diversity